Fiksu credits the September download decline to consumer anticipation for Apple's (NASDAQ:AAPL) new iPhone 4S, introduced earlier this month. "Now that the iPhone 4S is available--and, with four million models sold over its launch weekend--we can certainly expect next month's Fiksu Indexes to paint a markedly different picture," said Fiksu CEO Micah Adler in a statement. "Early indicators already point to an increase in October's app download volumes." Fiksu also reports a monthly decline in organic iPhone application downloads, defined as installs by consumers who actively seek and download apps from the App Store without seeing an ad.

With application downloads in decline, Fiksu reports that its Cost per Loyal User Index (which measures the cost of acquiring a loyal user for brands who proactively market their apps) reached an all-time high of $1.64, a month-over-month increase of 6 percent. Fiksu defines loyal users as consumers who open an app three or more times.

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